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Volume XC, Number 13
dk% trojan
University of Southern California Monday, February 23, 1981
Zumberge reveals plan to head off budget deficit
By R. Jane Zachary
Editor ■ '
“Students must be treated as clients, not as wards or inmates. They have a right to expect high quality services.”
As President Zumberge addressed the assembled university vice presidents, deans and department chairmen Friday afternoon in Norris Theatre, he emphasized improving the quality of student life as part of the university’s outlook for the next 10 years.
The student retention rate has not shifted for several years and a lower “drop-out” rate could alleviate the predicted drop in enrollment, Zumberge noted. "Improvements in student life overall will lead to a greater feeling of attachment to the university on the part of students,” he said.
The purpose of the University Assembly was to “address the university’s fiscal outlook for the next decade,” explained George Abdo, executive assistant to the president.
Zumberge listed the major sources of university income: tuition and fees, government grants and contracts and private gifts. By far the most important source of income is currently tuition and fees, providing 50 percent of the total university income. Zumberge explained. “We are enrollement dependent.”
Despite a 57 percent increase in undergraduate enrollment in the past decade, compared with a 12 percent increase in enrollment in private institutions overall. Zumberge predicted a six percent decline in enrollment over the next five years.
PRESIDENT JAMES H. ZUMBERGE
“To even maintain current enrollment we will have to increase our market share. A one percent annual enrollement increase, which some of you have suggested, is really out of the question,” Zumberge said. Largely because of increased enrollment, the past decade has not been "as bad as some people predicted," Zumberge said, citing the fact that enrollment has increased more than tuition and that tuition increases have "closely tracked” the increases in personal disposable income.
“University tuition increases have not outstripped families' ability to pay,” Zumberge said.
Another factor apparently mitigating university tuition increases has been the increase in state and federal finacial aid to students, Zumberge said, indicating the 30 million dollars of state and federal funds the university received this year. “The u.fective price of tuition has grown much less than the announced tuition rate be cause of the amount of outright gifts and scholarships students
receive,” he said.
But it doesn’t appear that these positive trends will continue into the coming decade, Zumberge noted, predicting further declines in disposable personal income and probable reductions in state and federal aid to students. Where does this leave the university?
“We must work on redistributing our sources of income, if we could increase the amount we receive in endowments by five points we could suffer a five point decrease in income from tuition and fees,” Zumberge said.
The second largest source of university income, government grants and contracts, has experienced a five point growth in the past decade, Zumberge said, four points more than the increase experienced by private institutions overall. “In 1978 we were 19th nationally among private institutions in the amount of governmemt funds for research and devleopment we received. This year we were 10th/’ Zumberge explained.
Possible federal reimbursement for some university research expenditures may increase the desireablity of federal research and development, Zumberge said, indicating that government grants and contracts will remain an integral part of the university’s fiscal future.
In the area of private gifts, the university experienced “explosive growth” in the past ten years. The 19.4 percent increase experieneced by the university contrasts sharply with the 8.9 percent increase experienced by private universities overall during the same period.
(Continued on page 8]
Entertainment Management Association is student/industry representative liaison
Staff photo by Todd Optican
SNOWING AT BOVARD? — This seemingly familiar building is actually located on the campus of Boston University. While Southern Californians are experiencing a February heat-wave. East Coast residents are in the midst of snow and freezing temperatures. Students at other established universities on the East Coast have £een attending classes in snow or freezing rain, bundling up to keep themselves warm. At (JSC, students can frequently be seen wearing shorts, tank tops and thongs.
After graduation, students often find themselves in a Catch-22 situation — they need a job to gain contacts in the field, but they also need contacts to gain a job.
Those interested in a career in entertainment management may have an aid in breaking out of “The Catch." The Entertainment Management Association (EMA), a relatively new organization at the university, acts as a liaison between students and key industry representatives.
Larrv Podell, EMA president, encourages students considering careers in film, television, music, radio and telecommunications to take advantage of EMA and it benefits.
One of the most successful programs organized by the EMA has been its Speakers Series. Since the EMA’s formation last semester, it has presented a number of speakers, including Owen Earnest, director of marketing research at MCA-Universal, who spoke on “How tl^e Use of Marketing Research Can Benefit the Film Industry.”
The latest in the Speakers Series events took place last week and featured Loreen Arbus, vice president of programming at Showtime, a cable TV
production fism.
The Speakers Series also gives students the opportunity for personal contact with current entertainment executives.
In addition to bringing key representatives to the university, the EMA is attempting to send students to the representatives. The fact that Los Angeles is a major center of entertainment and media activity does not slip by the EMA. It is currently trying toi gain students’ access and discounted rates to important functions, such as conventions and seminars.
The EMA is also establishing itself as a resource network to aid members in planning career strategies and obtaining internships.
Bruce Mallen, EMA faculty advisor, is also director of the
Center for Entertainment Industries, which, upon opening in the fall, will be the newest research center in the School of Business.
Groups within the EMA are also conducting their own research. Students interested in specific areas of the industry are compiling materia: relating to their particular fields with the hope of publishing thier results.
The EMA itself is still in an infantile stage, but Larry Podell is optimistic.
“Personally, I have experienced interest, excitement and support from faculty, administration and the student body fr what EMA is trying to to," he said.
(Continued on page 8)
Apologies
The Daily Trojan staff spent approximately 20 hours writing and editing today's issue. Unfortunately, due to chronic and continuous computer malfunctions, all editing w,as lost (twice). We are aware of the numerous typographical and grammatical errors but are unable to correct them. We apologize and hope the computer system will allow us to do better in the future.

Volume XC, Number 13
dk% trojan
University of Southern California Monday, February 23, 1981
Zumberge reveals plan to head off budget deficit
By R. Jane Zachary
Editor ■ '
“Students must be treated as clients, not as wards or inmates. They have a right to expect high quality services.”
As President Zumberge addressed the assembled university vice presidents, deans and department chairmen Friday afternoon in Norris Theatre, he emphasized improving the quality of student life as part of the university’s outlook for the next 10 years.
The student retention rate has not shifted for several years and a lower “drop-out” rate could alleviate the predicted drop in enrollment, Zumberge noted. "Improvements in student life overall will lead to a greater feeling of attachment to the university on the part of students,” he said.
The purpose of the University Assembly was to “address the university’s fiscal outlook for the next decade,” explained George Abdo, executive assistant to the president.
Zumberge listed the major sources of university income: tuition and fees, government grants and contracts and private gifts. By far the most important source of income is currently tuition and fees, providing 50 percent of the total university income. Zumberge explained. “We are enrollement dependent.”
Despite a 57 percent increase in undergraduate enrollment in the past decade, compared with a 12 percent increase in enrollment in private institutions overall. Zumberge predicted a six percent decline in enrollment over the next five years.
PRESIDENT JAMES H. ZUMBERGE
“To even maintain current enrollment we will have to increase our market share. A one percent annual enrollement increase, which some of you have suggested, is really out of the question,” Zumberge said. Largely because of increased enrollment, the past decade has not been "as bad as some people predicted," Zumberge said, citing the fact that enrollment has increased more than tuition and that tuition increases have "closely tracked” the increases in personal disposable income.
“University tuition increases have not outstripped families' ability to pay,” Zumberge said.
Another factor apparently mitigating university tuition increases has been the increase in state and federal finacial aid to students, Zumberge said, indicating the 30 million dollars of state and federal funds the university received this year. “The u.fective price of tuition has grown much less than the announced tuition rate be cause of the amount of outright gifts and scholarships students
receive,” he said.
But it doesn’t appear that these positive trends will continue into the coming decade, Zumberge noted, predicting further declines in disposable personal income and probable reductions in state and federal aid to students. Where does this leave the university?
“We must work on redistributing our sources of income, if we could increase the amount we receive in endowments by five points we could suffer a five point decrease in income from tuition and fees,” Zumberge said.
The second largest source of university income, government grants and contracts, has experienced a five point growth in the past decade, Zumberge said, four points more than the increase experienced by private institutions overall. “In 1978 we were 19th nationally among private institutions in the amount of governmemt funds for research and devleopment we received. This year we were 10th/’ Zumberge explained.
Possible federal reimbursement for some university research expenditures may increase the desireablity of federal research and development, Zumberge said, indicating that government grants and contracts will remain an integral part of the university’s fiscal future.
In the area of private gifts, the university experienced “explosive growth” in the past ten years. The 19.4 percent increase experieneced by the university contrasts sharply with the 8.9 percent increase experienced by private universities overall during the same period.
(Continued on page 8]
Entertainment Management Association is student/industry representative liaison
Staff photo by Todd Optican
SNOWING AT BOVARD? — This seemingly familiar building is actually located on the campus of Boston University. While Southern Californians are experiencing a February heat-wave. East Coast residents are in the midst of snow and freezing temperatures. Students at other established universities on the East Coast have £een attending classes in snow or freezing rain, bundling up to keep themselves warm. At (JSC, students can frequently be seen wearing shorts, tank tops and thongs.
After graduation, students often find themselves in a Catch-22 situation — they need a job to gain contacts in the field, but they also need contacts to gain a job.
Those interested in a career in entertainment management may have an aid in breaking out of “The Catch." The Entertainment Management Association (EMA), a relatively new organization at the university, acts as a liaison between students and key industry representatives.
Larrv Podell, EMA president, encourages students considering careers in film, television, music, radio and telecommunications to take advantage of EMA and it benefits.
One of the most successful programs organized by the EMA has been its Speakers Series. Since the EMA’s formation last semester, it has presented a number of speakers, including Owen Earnest, director of marketing research at MCA-Universal, who spoke on “How tl^e Use of Marketing Research Can Benefit the Film Industry.”
The latest in the Speakers Series events took place last week and featured Loreen Arbus, vice president of programming at Showtime, a cable TV
production fism.
The Speakers Series also gives students the opportunity for personal contact with current entertainment executives.
In addition to bringing key representatives to the university, the EMA is attempting to send students to the representatives. The fact that Los Angeles is a major center of entertainment and media activity does not slip by the EMA. It is currently trying toi gain students’ access and discounted rates to important functions, such as conventions and seminars.
The EMA is also establishing itself as a resource network to aid members in planning career strategies and obtaining internships.
Bruce Mallen, EMA faculty advisor, is also director of the
Center for Entertainment Industries, which, upon opening in the fall, will be the newest research center in the School of Business.
Groups within the EMA are also conducting their own research. Students interested in specific areas of the industry are compiling materia: relating to their particular fields with the hope of publishing thier results.
The EMA itself is still in an infantile stage, but Larry Podell is optimistic.
“Personally, I have experienced interest, excitement and support from faculty, administration and the student body fr what EMA is trying to to," he said.
(Continued on page 8)
Apologies
The Daily Trojan staff spent approximately 20 hours writing and editing today's issue. Unfortunately, due to chronic and continuous computer malfunctions, all editing w,as lost (twice). We are aware of the numerous typographical and grammatical errors but are unable to correct them. We apologize and hope the computer system will allow us to do better in the future.